The latest campaign, #SeeHer, by ANA’s Alliance for Family Entertainment (AFE) is pushing for more accurate portrayals of girls and women in the media. With the clichéd depiction of sexy women so prevalent in advertising, it’s no surprise that so many are starting to stand up and demand marketing agencies to change their illustration of women. The goal of the ANA AFE is to see a 20% increase in the accurate representation of girls and women in advertising by 2020, which also happens to be the 100th anniversary of women gaining the right to vote in the United States. The campaign is so powerful, more than 50 marketers met at the White House during the United States of Women Summit in Washington, D.C. to announce the initiative.
The #SeeHer campaign will be encouraging brands to analyze their ads for unconscious bias and will be providing marketers, ad agencies, and media agencies the tools necessary to make sure women and girls are being accurately portrayed in their advertising. The campaign’s Gender Equality Measure (a data-tracker that will be used to identify ads that strengthen girls and women) and information about the initiative will be made available online for the public through the campaign’s website.
“The right advertising environment for women can improve ad effectiveness by as much as 30 percent, so there is business imperative to truthfully and accurately portraying women and girls. More importantly, it’s the right thing to do,” said CEO of the ANA Bob Liodice in a statement. “We’ll know that our job is done when every CMO and agency CEO associated with the ANA never produces an ad that diminished the role of girls or women in our society.”
“We need to be conscious of our unconscious biases and ensure the visibility of women and girls in media and advertising is authentic and inspiring, because we believe if you can see her, you can be her,” said Shelley Zalis, CEO and founder of The Girls’ Lounge, in a statement. Zalis and fellow industry leader Gail Tifford, vice president of media and digital engagement at Unilever North America, are uniting with the ANA AFE on the effort.
Learn more about the initiative here.